International Gaming Research Unit, Psychology Department, Nottingham Trent University, Nottingham, UK.
J Gambl Stud. 2020 Mar;36(1):319-341. doi: 10.1007/s10899-019-09879-4.
The use of social media is now an established strategy to engage and maintain customer loyalty. The purpose of the present study was to examine the Twitter accounts of ten of the largest online sports betting operators in the UK to determine what marketing strategies were employed. More specifically, this study analyzed 3375 tweets posted by the operators during the opening weekend of the 2018-2019 English Premier League football season using a content analysis methodology. The results demonstrated that multiple strategies, including hashtags, were used to link gambling operator tweets with major sporting events, and the use of numerous promotional campaigns. Notably, over 90% of the tweets contained no responsible gambling information. The quantity and content of social media posts underline the need for a review of the current advertising regulations in the UK. Further research should examine how exposure to sports betting social media marketing influences gambling behavior.
社交媒体的使用现在是一种既定的策略，用于吸引和保持客户忠诚度。本研究的目的是检查英国十大在线博彩运营商的 Twitter 账户，以确定采用了哪些营销策略。更具体地说，本研究使用内容分析方法分析了在 2018-2019 赛季英格兰足球超级联赛开幕周末期间，运营商发布的 3375 条推文。结果表明，多种策略，包括标签，被用来将博彩运营商的推文与重大体育赛事联系起来，并使用了许多促销活动。值得注意的是，超过 90%的推文没有包含负责任的赌博信息。社交媒体帖子的数量和内容强调了英国需要审查当前的广告法规。进一步的研究应该研究接触体育博彩社交媒体营销如何影响赌博行为。
